In January 2021, Vegemite briefed the Good Things team on creating a new product range for their “Mitey” merchandise store. The theme of the winter range would be “Christmas in July”.
Given the growing popularity of “ugly” Christmas sweaters in international markets at the time, it was clear to the Vegemite team that this would be the next piece of iconic Vegemite merchandise. As the merchandising experts, Good Things played a crucial role in bringing the finished product from the digital world into the real world.
The ‘Christmas in July’ winter range release was a huge success, with the client experiencing an increase in PR and social media exposure. The engagement generated by the PR articles and social media posts was equivalent to thousands of comments from people all across Australia. Notably, high-profile Australian television host Karl Stefanovic tagged Vegemite in a photo on Instagram of him wearing the sweater with his daughter, providing the brand with invaluable exposure to thousands across the nation.
